Creating campaigns with dynamic, engaging and
personalized content is key to success in email marketing, but is often easier
said than done. Premade templates can serve as a stepping stone for crafting
emails, and Campaigner offers hundreds of standard and responsive designs to
choose from. Today we’re launching our Articles feature to make it even easier
for marketers to craft brand consistent campaigns with customizable elements
within Campaigner’s platform, and in tandem with our templates and Landing Pages.
Articles -- a feature now available for all
users -- give email marketers the ability to create their own design elements
in HTML while ensuring their code remains dynamic and adaptable across all
campaigns. Instead of building components like headers and footers with each
message, Articles allow marketers to easily customize these elements in HTML
and save them for reuse in upcoming messages and campaigns.

The Articles feature is essential for
marketers who need brand consist…

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Clear the Clutter: Spring Cleaning Tips for Email Contact Lists

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Spring
is in the air and with sunshine comes a renewed sense of energy to inspire a
fresh start. Admittedly, it can be tough to clean out massive contact lists. So
for the best insight into spring-cleaning to-dos for your business, Campaigner’s
Delivery Team offers the best ways to freshen up a contact list and start with
a sunny new outlook to jumpstart the new season!

Keeping
your contact list tidy can not only influence the success of future emailmarketing campaigns, but is also a critical asset for your overall business
strategy. Here are four steps to help you clear out the winter clutter:

Lose the “Hibernation
Weight”

Clean,
well-organized contact lists are important for continued delivery of your email
messages. Sure, your Email Service Provider (ESP) will automatically filter and remove unsubscribes and bounce-backs from your list, but what about those subscribers
who aren’t opening your email at all? There’s no sense in spending the time and
money populating thousands of junk folders – so clean them out!

The
first step is to identify all of your inactive contacts. Take advantage of Campaigner’s reporting tools to look at “last
open” and “last click” timestamps to identify at-risk contacts. Separate these contacts
from those who are actively engaged with your business so that you can focus on
the best next steps for each group.

Spot the Social Cues

While
in the process of spring cleaning, it’s important to take the time for introspection
to evaluate the effectiveness of your content with your subscribers. Consider
this example: When chatting with someone at a party and they bring up a boring topic
or continually repeat themselves you’ll most likely lose interest, stop answering
and start planning a quick getaway. However, if that person pays attention to your
cues they will see a chance to reengage by changing the topic of conversation
to encourage you to stay and talk for a bit longer.

Don’t
let your contacts walk away. Instead, be observant and reengage with your
customers while the door is still open (and permission is still given). The key
is maintaining your list beyond the bare minimum and leveraging tools like
segmentation, A/B split testing and automation to gain a better understanding
of subtle “social” cues.

Spring Back into
Relationships

Once
you’ve identified your inactive subscribers, you will need to reconnect (in
other words, tell them what they want to hear). This may sometimes be easier
said than done. The best plan is to develop a creative and interactive program
to reestablish contact and interest with this audience. You might consider a
customer opinion survey to learn what spring favorites your subscribers are
most looking forward to, brainstorm creative content for a reengagement
campaign, or even offer seasonal discounts on popular products or services.

Key
to this reengagement strategy is to use re opt-in messaging and opt-down subscription forms with your subscribers. Let them choose if they want to continue the
relationship with your business and, if so, let subscribers control the
frequency and type of messaging they want to get from you. Once you’ve got a
solid plan in place, you’ll be fully prepared to dust off the winter snow and
rekindle a new springtime relationship!

Sow New Seeds

Once
your reengagement campaign is on track, you’ll have an updated list of those subscribers
who have opted (back) in. For those who didn’t interact with your email, be sure to
to let them know you’re ending the relationship. Explain that you’ve noticed
they’re not showing you attention like they used to (by not viewing messages or
going to the site), and ask them one
last time to confirm they’re done. If there’s no response then cull your
contacts and cut them loose. In doing this, you’ll make room for new customers who
are excited to spring into engagement with your brand.

Now
that you’ve cleaned and organized your lists, you’ll have a refreshed lean,
mean, email marketing machine that is truly effective in driving opens, click-throughs
and, ultimately, revenue. Go ahead and give that contact list a good scrub and
you’ll spring into success!